hey, wi saw that your you're friends with rubin in nevada. could you give him a call and ask him to go vote. >> giving them a call is more important than i'm. >> absolutely. if you can get them to give the call. a lot of people, it's easier for them to e-mail them. they say do what you can. they pressure you to give them a call. they know the human contact is a social habit that will get the person to vote. the other part is shame. moveon.org used a tactic slammer to this. what they would do is send people report cards, this is how frequently you voted in past elections, this is your voter score, we might follow up with you afterward to let you fwhoe if your score's gone up or down. they're trying to shame you by saying, look, there's someone watching, peering other your shoulder, and we know whether you show up or not. >> the important we hear when you hear about big data is should i be scared? do people really know all the stuff about the intimate details of my life on computer, my life -- you know, to what extent is somebody out there in d